The first ingredient in the food is unidentified cereals. This is a low quality ingredient and may be comprised of any range of grains, grain fractions and floor sweepings. Such a description gives the consumer no information whatsoever of the content and nutritional quality of the ingredients, and we note that this only occurs in the lowest quality products. We have no confidence at all that this product contains good quality grain (4% rice is hardly a selling point). Moreover, the main ingredients in any dog food should not be grain/cereals, which are not a natural foodstuff for dogs. Foods intended for canines should be based on meat. The meat content of this product is likely to be as low as 4% of the total product.

Meat and animal "derivatives" is byproducts. There is no identification of species, and this low quality ingredient could be anything. It is impossible to ascertain the quality of by-products and these are usually products that are of such low quality as to be rejected for use in the human food chain, or else are those parts that have so little value that they cannot be used elsewhere in either the human or pet food industries. Meat byproducts are defined as "clean parts, other than meat, derived from slaughtered mammals. It includes, but is not limited to, lungs, spleen, kidneys, brain, livers, blood, bone, partially defatted low-temperature fatty tissue and stomachs and intestines freed of their contents. It does not include hair, horns, teeth and hooves". Note that this definition excludes actual meat. That 14% of the ingredient is comprised of chicken does little to allieviate concern about the remaining 86%.

The food has added vitamins and minerals, but no information about these is given and it may contain synthetics. The food uses chemical preservatives. BHT and BHA are allowed in pet products but are banned or heavily regulated in human food due to the belief that they are carcinogenic.